Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience

• Main Author: CHONG, Mark
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Singapore Airlines; brand promise; employee training; cabin crew; Asian Studies; Business and Corporate Communications; Business Law, Public Responsibility, and Ethics
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3551; https://www.worldcat.org/oclc/774309559
• Institution: Singapore Management University

This chapter examines the internal communication and training functions at Singapore Airlines -- one of the world's best international airlines -- and how they are used strategically to enable cabin crew and ground staff to live the company's corporate values and consistently deliver on its brand promise of being 'a great way to fly.' It shows that internal communication and training should be treated as the 'first frontier' in the battle for the customer: when it is founded on strong corporate values, internal communication and training can help transform key employees such as cabin crew into 'walking embodiments' of the core values, and key touch points into opportunities for fulfilling the brand promise.